The Motivations to Engage in Sharing Economy: A Case Study of Uber Morocco
Volume 5, Issue 5 Islame EL Fikri, Salah Koubaa, Lhacen Belhcen
Published online: 26 October 2019 Article Views: 30
Abstract
Recently, there have been substantial changes in the way people consume, with the emergence of new collaborative business models flourishing globally. The success of these models has been attributed to numerous simultaneous societal changes. Financial crises have encouraged people to search for other means of consumption. Also, significant technological advances have led the Internet to become prevalent, thus making technologies a crucial aspect of life. This study sought to enhance understanding by deeply exploring this phenomenon. To achieve this, a qualitative study was conducted through 160 interviews of Uber drivers in Morocco. This study uses a qualitative research design to address the major research questions. For this study, the qualitative research was instrumental for creating industry-specific insights. The study established a lack of clear understanding among Uber drivers as providers about the meaning of collaborative consumption and sharing economy concepts. The study also established that three major motivators influenced them to take part in the sharing economy. The motivations identified in this study should lay the basis for the development of more sharing economy services for these populations, especially in developing states in the Middle East and North Africa that may increasingly need such services. Future research should also explore the outcomes associated with involvement in the sharing economy.
References
Anwar, N. B., & Talib, A. A. (2018). Singaporean consumers’ attitudes to technology usage. International Journal of Business and Administrative Studies, 4(1), 1-14. doi:https://doi.org/10.20469/ijbas.4.10001-1
Bardhi, F., & Eckhardt, G. M. (2012). Access-based consumption: The case of car sharing. Journal of Consumer Research, 39(4), 881–898. doi:https://doi.org/10.1086/666376
Belk, R. (2007). Why not share rather than own? The Annals of the American Academy of Political and Social Science, 611(1), 126–140. doi:https://doi.org/10.1177/0002716206298483
Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595–1600. doi:https://doi.org/10.1016/j.jbusres.2013.10.001
Bellotti, V., Ambard, A., Turner, D., Gossmann, C., Demkova, K., & Carroll, J. M. (2015). A muddle of models of motivation for using peer-to-peer economy systems. In Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems, Seoul, Korea.
Bilog, D. Z. (2017). Investigating consumer preferences in selecting buffet restaurants in Davao region, Philippines. Journal of Administrative and Business Studies, 3(5), 221-233. doi:https://doi.org/10.20474/jabs-3.5.2
Boateng, H., Kosiba, J. P. B., & Okoe, A. F. (2019). Determinants of consumers’ participation in the sharing economy: A social exchange perspective within an emerging economy context. International Journal of Contemporary Hospitality Management, 31(2), 718–733. doi:https://doi.org/10.1108/IJCHM-11-2017-0731
Böcker, L., & Meelen, T. (2017). Sharing for people, planet or profit? Analysing motivations for intended sharing economy participation. Environmental Innovation and Societal Transitions, 23, 28–39. doi:https://doi.org/10.1016/j.eist.2016.09.004
Boshuijzen-van Burken, C., & Haftor, D. M. (2017). Complexities and dilemmas in the sharing economy: The Uber case. In 18th Annual International Conference Dilemmas for Human Services: Organizing, Designing and Managing, Växjö, Sweden. doi:https://doi.org/10.15626/dirc.2015.04
Botsman, R., & Rogers, R. (2010). Beyond zipcar: Collaborative consumption. Harvard Business Review, 88(10), 30.
Bucher, E., Fieseler, C., & Lutz, C. (2016). What’s mine is yours (for a nominal fee)–exploring the spectrum of utilitarian to altruistic motives for internet-mediated sharing. Computers in Human Behavior, 62, 316–326. doi:https://doi.org/10.1016/j.chb.2016.04.002
Cannon, S., & Summers, L. H. (2014). How Uber and the sharing economy can win over regulators. Harvard Business Review, 13(10), 24–28.
Chandler, A. (2016). What should the “sharing economy” really be called. Retrieved from https://bit.ly/2PJZ0RW
Cherry, C., & Pidgeon, N. F. (2018). Is sharing the solution? Exploring public acceptability of the sharing economy. Journal of Cleaner Production, 195, 939–948. doi:https://doi.org/10.1016/j.jclepro.2018.05.278
Edwards, R., & Holland, J. (2013). What is qualitative interviewing? New York, NY: Bloomsburry Academic.
Garai-Fodor, M. (2019). Values-based food consumer behavior patterns among the Z generation in terms of health nutrition. International Journal of Business and Administrative Studies, 5(2), 53-62. doi:https://dx.doi.org/10.20469/ijbas.5.10001-2
Gazzola, P., Vat ̆ am ̆ anescu, E.-M., Andrei, A. G., & Marrapodi, C. (2018). Users’ motivations to participate in the ̆ sharing economy: Moving from profits toward sustainable development. Corporate Social Responsibility and Environmental Management, 26(4), 741-751. doi:https://doi.org/10.1002/csr.1715
Hall, J. V., & Krueger, A. B. (2018). An analysis of the labor market for Uber’s driver-partners in the United States. ILR Review, 71(3), 705–732. doi:https://doi.org/10.1177/0019793917717222
Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047–2059. doi:https://doi.org/10.1002/asi.23552
Hancock, B., Ockleford, E., & Windridge, K. (2007). An introduction to qualitative research. Nottingham, UK: The NIHR Research Design Service .
Heinrichs, H. (2013). Sharing economy: A potential new pathway to sustainability. GAIA Ecological Perspectives for Science and Society, 22(4), 228–231.
Hellwig, K., Morhart, F., Girardin, F., & Hauser, M. (2015). Exploring different types of sharing: A proposed segmentation of the market for “sharing” businesses. Psychology & Marketing, 32(9), 891–906. doi:https://doi.org/10.1002/mar.20825
Kang, C. Z., & Ogawa, I. (2017). Online shopping behavior of Chinese and Japanese consumers. Journal of Administrative and Business Studies, 3(6), 305-316. doi:https://doi.org/10.20474/jabs-3.6.5
Kapoulas, A., & Mitic, M. (2012). Understanding challenges of qualitative research: Rhetorical issues and reality traps. Qualitative Market Research: An International Journal, 15(4), 354–368. doi:https://doi.org/10.1108/13522751211257051
Kemp, R., & van Lente, H. (2011). The dual challenge of sustainability transitions. Environmental Innovation and Societal Transitions, 1(1), 121–124. doi:https://doi.org/10.1016/j.eist.2011.04.001
Kim, K., Baek, C., & Lee, J.-D. (2018). Creative destruction of the sharing economy in action: The case of Uber. Transportation Research Part A: Policy and Practice, 110, 118–127. doi:https://doi.org/10.1016/j.tra.2018.01.014
Lee, Z. W., Chan, T. K., Balaji, M., & Chong, A. Y.-L. (2018). Why people participate in the sharing economy: An empirical investigation of Uber. Internet Research, 28(3), 829–850. doi:https://doi.org/10.1108/IntR-01-2017-0037
Mahadevan, R. (2018). Examination of motivations and attitudes of peer-to-peer users in the accommodation sharing economy. Journal of Hospitality Marketing & Management, 27(6), 679–692. doi:https://doi.org/10.1080/19368623.2018.1431994
Malik, F., & Wahaj, Z. (2019). Sharing economy digital platforms and social inclusion/exclusion: A research study of Uber and Careem in Pakistan. In International Conference on Social Implications of Computers in Developing Countries Cham, Switzerland (pp. 248–259). doi:https://doi.org/10.1007/978-3-030-18400-1_20
Martin, C. J. (2016). The sharing economy: A pathway to sustainability or a nightmarish form of neoliberal capitalism? Ecological Economics, 121, 149–159. doi:https://doi.org/10.1016/j.ecolecon.2015.11.027
Onegi, M., Eser, Z., & Korkmaz, S. (2019). Consumers’ evaluation of glocal marketing strategies of global firms in Turkey: An example of a glocal product. International Journal of Business and Administrative Studies, 5(3), 109-118. doi:https://dx.doi.org/10.20469/ijbas.5.10001-3
Piscicelli, L., Cooper, T., & Fisher, T. (2015). The role of values in collaborative consumption: Insights from a product-service system for lending and borrowing in the UK. Journal of Cleaner Production, 97, 21–29. doi:https://doi.org/10.1016/j.jclepro.2014.07.032
Schor, J., et al. (2016). Debating the sharing economy. Journal of Self-Governance and Management Economics, 4(3), 7–22. doi:https://doi.org/10.22381/JSME4320161
Sijabat, R. (2019). Sharing economy: A study on the factors influencing users’ motivation to use ride sharing platforms. DeReMa (Development Research of Management): Jurnal Manajemen, 14(1), 65–87. doi:https://doi.org/10.19166/derema.v14i1.1367
Smith, A. (2016). Shared, collaborative and on demand: The new digital economy. Retrieved from https://pewrsr.ch/2rekE79
Smolka, C., & Hienerth, C. (2014). The best of both worlds: Conceptualizing trade-offs between openness and closedness for sharing economy models. In 12th International Open and User Innovation Conference, Boston, MA.
So, K. K. F., Oh, H., & Min, S. (2018). Motivations and constraints of Airbnb consumers: Findings from a mixed-methods approach. Tourism Management, 67, 224–236. doi:https://doi.org/10.1016/j.tourman.2018.01.009
Standing, C., Standing, S., & Biermann, S. (2019). The implications of the sharing economy for transport. Transport Reviews, 39(2), 226–242. doi:https://doi.org/10.1080/01441647.2018.1450307
Tussyadiah, I. P., & Pesonen, J. (2016). Impacts of peer-to-peer accommodation use on travel patterns. Journal of Travel Research, 55(8), 1022–1040. doi:https://doi.org/10.1177/0047287515608505
Witt, A., Suzor, N., & Wikström, P. (2015). Regulating ride-sharing in the peer economy. Communication Research and Practice, 1(2), 174–190. doi:https://doi.org/10.1080/22041451.2015.1048041
Yun, J. J. (2015). How do we conquer the growth limits of capitalism? Schumpeterian dynamics of open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 1(2), 1-20. doi:https://doi.org/10.1186/s40852-015-0019-3
To Cite this article
EL Fikri, I., Koubaa, S., & Belhcen, L. (2019). The motivations to engage in sharing economy: A case study of Uber Morocco. International Journal of Business and Administrative Studies, 5(5), 272-281. doi:https://dx.doi.org/10.20469/ijbas.5.10002-5